The ROAS Formula: Why Most Bangkok F&B Brands Waste Their Ad Budget

The Problem with How Most Brands Measure Ads

We see it constantly — F&B brands running Meta campaigns, getting clicks, feeling good, then wondering why the tables aren’t full or the delivery orders aren’t coming in.

The issue isn’t the platform. It’s the measurement.

What ROAS Actually Means

Return on Ad Spend = Revenue Generated / Ad Spend. Simple. But most brands only track surface metrics — impressions, reach, link clicks — none of which tell you if the campaign is actually making money.

The Bangkok F&B Benchmark

Based on our campaigns across Bangkok’s F&B market, a healthy ROAS for a dine-in brand sits between 3x and 6x. For delivery-first brands, 4x to 8x is achievable with the right creative.

The Three Levers

Attribution window, creative relevance, and audience temperature. Pull the wrong lever first and you’ll burn budget before you get data.

The Fix

Start with a 7-day click attribution window. Build separate campaigns for cold, warm, and hot audiences. Never run the same creative to all three.